GAP's 'I Am Gap' Campaign Uses Real People, Not Models

 - May 10, 2017
References: gapcanada & adweek
With its new 'I Am GAP' campaign, GAP uses real Americans to highlight the brand's diverse scope.

Produced by 'Untitled Worldwide,' I Am GAP uses people found through street castings to capture the diverse spirit of the brand. The ad is meant to depict a viewpoint of what an American summer would look like. With a range of personalities, the intended feel is patriotic and empowering.

The GAP has long been known as an inclusive brand, even before other retailers were adopting the same philosophy. The message is that people of all ages, sizes and backgrounds are welcome to enjoy its products.

More retailers are making messages of diversity a priority in their advertising campaigns.